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Sometimes you must change your perspective to open the door to innovation. That's why the development team for the Nike LunarEpic Flyknit started with feedback from one group of runners in particular: women. But the team didn't want to just start there. They wanted to develop around women at every step of the process - with the belief that it would lead to a better running shoe, not just for women, but for all runners. Flipping the process enabled the team to gain new insights and refine details of the shoe that otherwise would have gone unnoticed. Based on input from female runners, the topline and ankle scoop were reshaped into a more non-traditional silhouette and the collar was rebuilt with more cushioning, leading to a more comfortable shoe, not just for women, but for all runners.